“I think we did a really effective job of advertising offline and driving traffic to our social media, and then using social media to amplify it,” said Ragy Thomas, one of the producers of the film based in the US, with whom The American Bazaar spoke. The film is one of the first Malayalam films to wholeheartedly embrace social media marketing, and the windfall generated by the decision has been immense. 19 crores from the Kerala box office alone, within 18 days. 3.26 crores within the first three days, with the help of positive reviews and word of mouth. Released in Kerala on September 18 th, and starring Prithviraj Sukumaran and Parvathy, it crossed Rs. The film is releasing in select theaters in the US, on October 9, with English sub-titles. It’s considered already one of the all-time great films to come out of the state. WASHINGTON, DC: “Ennu Ninte Moideen” is an audacious Malayalam film, written and directed by R S Vimal, that is currently sweeping the box office in Kerala. Interview with the producer of the film Binoy Shankarath, who is based in the US.
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